Gillette is taking heat for a commercial which criticizes the company’s portrayal of masculinity, judging its user base of men as savages and brutes.
Because Gillette makes razors, shaving cream, and mostly personal products for men, its large male base is taking issue.
The commercial shows men and boys in action as bullies, cat-callers, perverts, and sexual harassers. Gillette’s attempt to update its image by perpetuating stereotypes of “toxic masculinity,” thereby joining the liberal-controlled media bandwagon, has isolated many of its customers.
“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
“I’ve been shaving since I was 12, since the beginning I used Gillette because that’s what my father used, now I will never use it again, and neither will my father, collectively been your customers for 50+ years never again,” wrote @ary31574363 on Twitter.
I’ve been shaving since I was 12, since the beginning I used Gillette because that’s what my father used, now I will never use it again, and neither will my father, collectively been your customers for 50+ years never again #BoycottGillette #Gillette
— Ary (@ary31574363) January 15, 2019
Before, a razor was simply an essential product in a man’s life, but is now a tool of political polarization in the hands of social justice warriors. The company now tries to dictate male culture, a far reach from its service as a convenient but utilitarian shaving product. As a result, a negative wave of comments have followed the ad where it has appeared online.
“Well that’s pretty insulting… does @Gillette honestly think that real men have to be told what to teach their sons. May be time to look for a new razor,” commented New York City Police Commissioner Bernard B. Kerik, on Twitter.
Well that’s pretty insulting… does @Gillette honestly think that real men have to be told what to teach their sons. May be time to look for a new razor.
— Bernard B. Kerik (@BernardKerik) January 15, 2019
According to an account manager at an ad agency, Gillette must be intentionally trying to drive a big reaction.
“Their ad is getting them good publicity and good numbers and causing a debate – which they must have known when they put out this ad,” Rob Saunders of the Media Agency Group told BBC Radio 1 Newsbeat. “It’s such a change in stance for Gillette and it’s happening overnight, particularly with the social commentary and that’s why it’s done such huge numbers.”
Saunders also explained how this ad reflects a sudden new direction for the company.
“It’s such a change in stance for Gillette and it’s happening overnight, particularly with the social commentary and that’s why it’s done such huge numbers.” He added. “Their next steps are very important but it shouldn’t necessarily be widespread panic yet.”
He also gives wisdom about how this couldn’t have been out of the blue, and had to be a coordinated effort by senior managers.
“This ad would have been approved by many people high up at Gillette,” Saunders also said. “So they must have known that there may have been a backlash.”
The advertisement was directed by Kim Gehrig of Somesuch, a production company out of the UK. President of the Global Grooming Business at Procter & Gamble, Gary Coombe, defended the ad. Proctor & Gamble is Gillette’s parent company.
It would seem that Coombe isn’t letting Gillette’s new stance be a one-time message.
“We knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn,” adds Gary Coombe. He goes on to tell BBC that all future ads will reflect a new set of standards similar to those in the latest ad.
Even Gillette’s famous slogan takes a beating in the commercial. While the screen displays the slogan “The Best a Man Can Get,” the narrator asks “Is this the best a man can get?” While boys are seen tearing through the screen of an old Gillette commercial, a metaphoric image of the company essentially trashing its past.
“Gillette’s ad just labelled their company as the brand for wife beaters and child abusers,” wrote news host Jack Posobiec.
Gillette's ad just labelled their company as the brand for wife beaters and child abusers
— Jack Posobiec ???????? (@JackPosobiec) January 15, 2019
Judging by comments on social media, the commercial is a zombielike parade of stereotypes and a litany of love letters to feminist propaganda. A product previously associated with masculinity is now eating and expunging itself of its user base, as if on a suicide mission or simply a delusional state.
